you walk into a conventional mattress store, it's really not about you. they say, "well, if you wanted a firm bed you can lie on one of those. if you want a soft bed you can lie on one of those." what we do is, we provide the exact individualization that your body needs. never tried this before. this is your body there. you can see a little more pressure in the shoulders and in the hips. now you can feel what happens as we raise your sleep number setting and allow the bed to contour to your individual shape. oh wow, that feels really good. it's hugging my body. take it up one notch. oh gosh, yes. when you're playing around with that remote, you get that moment where you go, "oh yeah"... oh, yeah! ... and it's perfect. they had no idea that when they came to a sleep number store, we were going to diagnose their problems and help them sleep better. once you experience it, there's no going back. wow.